Getting to grips with copy when you’re just starting your business journey can feel daunting. There are so many techniques to take on board, rules to follow, and mistakes to avoid… it can all feel very complex and may put you off wanting to give it a go at all.
But as you’ll already know, great copy is an integral part of any business and will work to help bring your customers into your sphere of influence. And hopefully, convince them to make a purchase once they get there!
So, with that in mind, it’s important to get some copywriting skills under your belt to ensure you give your marketing materials and your business the very best head start possible.
Our copywriters have put together everything you need to know about writing copy that sells, no matter how much of a beginner you feel like you are.
Tips for Writing Copy that Sells
Research your audience
Before you even think about starting to write, you need to have a good, long think about your audience. Who are they? What do they want or need? What’s the best way to convince them that your product or service is right for them?
Every audience is different, and it’s important to remember that you’re actually targeting human beings. So, start thinking about how to connect with them on a human level. Research what your audience is searching for online, what they’re saying on social media, their buying habits and patterns.
Go beyond the basic demographics of age, location, gender etc and get to the nitty-gritty. What are their desires? Their fears? Their pain points and dreams?
Once you’ve determined this information, it might be worthwhile creating a few buyer personas, so you’ve got a detailed representation of exactly who you’re trying to sell to. By doing this, you can accurately position your copy, ensure you’re using the right tone and focusing on the aspects of your business that will really appeal to your target audience.
Focus on benefits over features
When you’re first writing copy for your business website, it can be tempting to put your products or services on a pedestal. You’re desperate to show your audience how hard you’ve worked on what you’re offering, so it’s only natural to want to shout about all their brilliant features.
For example, if you’re running a dog walking business you might be tempted to focus on the fact that you walk each dog individually for an hour, which is great! But when you’re trying to convince your audience that yours is the best service, try focusing on the benefits of that service rather than just handing out facts.
Instead, you could talk about how much exercise the dog will get. How beneficial the one-on-one time will be. How the owner won’t have to worry about their dog being lonely during the day. No more rushing home at lunchtime to let them out to relieve themselves.
Your audience is interested in one thing and one thing only – themselves. If your copy focuses on how your products or services will benefit them, you’re on to a winner.
Utilise a Unique Perspective
The online world is already saturated with content, and there will be plenty of people in your industry, and even within your niche, who will be saying very similar things in very similar ways. Therefore, when you’re writing your own copy it’s important to distance yourself from the crowd and utilise a unique perspective.
Do some competitor research to determine what others are saying, and how they’re saying it. You can then use this information to brainstorm ideas for your own content that put a unique twist on it or look at it from a different angle entirely.
This will not only help you and your business to stand out from the crowd, but unique copy will serve to engage readers, pique their interest and encourage them to want to learn more about your business – potentially resulting in a sale at the end of the process!
Copy that sells is always the copy daring to be slightly different.
Highlight your value proposition
Why should your audience choose you over your competitors? Whatever the reason, that is your value proposition, and you really should be making the most of it in your copy if you’re hoping for some successful sales.
Now, that’s not to say your value proposition should be all you talk about – but it should be highlighted and obvious across all your marketing materials.
For example, if you’re running a floristry business and your unique selling point as that you can deliver on the same day of purchase within the local area – don’t leave sharing this information until last! Stick it right slap bang at the top of your page and build the rest of your copy around it.
By doing this, you’ll immediately show your audience what makes your business different and exactly how purchasing from you could benefit them.
Writing Copy with The Edwards Company
While there are hundreds of copywriting tips and tricks you could try, if you’re just starting out on your business journey, these are the four basics every business owner needs in their toolkit. Knowing your audience well enough to make a human connection, focusing on how your products or services benefit them, keeping things fresh and unique and highlighting your value proposition to put your business on a pedestal.
Once you’ve got those four down, you’ll be well on your way to being a copywriting expert when it comes to your business!
For those of you who perhaps haven’t got the time to spend perfecting your copy or would like a helping hand from an expert, please do not hesitate to get in touch.